Dentsu Mobius nabs Pringles in Thailand, retains SIA, expands with Mondelez

“Snacking happens anytime and anywhere, which makes social media a key channel to communicate with our audience," said Michael Guo, regional marketing manager for Pringles APAC Emerging Markets. "I believe Dentsu Mobius will help us to creatively and strategically take advantage of converting this opportunity into business results.”

The one-year contract and decision comes after a successful collaboration to run a tactical promotion called the Pringles Party Speaker in Thailand, Philippines and Malaysia, earlier this year.

Margery Lynn, general manager at Dentsu Mobius, said the campaign was a collaborative effort with three other agencies from the Dentsu Aegis Network, with Denstu Singapore as the lead agency overseeing above-the-line initiatives, Isobar tasked with digital production and Mobius taking care of the social component.

Mondelez also recently awarded Mobius its Chips Ahoy! and Chipsmore business in Southeast Asia, joining Oreo and Cadbury in the list of brands that the agency has worked with over the last three years.

Mark Sarmiento, senior manager, AP Biscuits Equity Marketing at Mondelez, describes Mobius as a “reliable partner”, noting that it was appointed to help in the launch of the Chips Ahoy! brand in Indonesia and strategically aligning the social content with the Chipsmore brand in Malaysia.

“Given their track record for delivering results on Oreo and their ability to strategically execute regional social-media campaigns that drive business results, we are confident that they are the right partner for our needs,” he added. “The campaign kicked off September and we are already seeing positive results.”

The agency has also managed to retain Singapore Airlines, and remains the airline brand’s global agency of record for social media, with the contract recently renewed after two years.